Nine has announced a new strategic partnership with real-time analytics firm Adgile Media to provide services around the effectiveness of its television advertising.

The partnership will see Adgile Media working with Powered, Nine’s client solutions division, to demonstrate the value and return on a brand’s advertising campaign.

Nine’s director of sales – television, Richard Hunwick said: “We are excited about this partnership and the power of effectiveness it unlocks for Nine and our clients as a business.

“This partnership will help to open up a new specialty within Powered which is focused on maximising the return on investment that television delivers for our clients and helping them to optimise campaign outcomes in real time”.

The Adgile Media partnership will be run by Nine’s newly appointed director of effectiveness, Jonathan Fox, who joined Nine in November from Ebiquity, where he played a key role in the marketing and media consultancy’s landmark Payback Australia Study.

Adgile Media is a media analytics firm which use proprietary technology to automate the watching of television and track every advertising message, plus all program content, in real time.

Adgile Media’ chief intelligence officer Shaun Lohman said: “We are excited to be embarking on this project with Nine.

“For over three years Adgile have been working intensively on building and perfecting our proprietary technology solution to close the TV ROI loop.

“We have developed a true real-time, end-to-end solution for TV advertisers that is based on observed, not modelled data”.